Market entry · Retail distribution · Account management

Your Sales Organization in the US & Europe

We take brands into the largest retailers in the US, Canada, and Europe — sitting in the merchant meetings ourselves, negotiating the terms, and running the accounts long after the first purchase order lands.

Start a conversationWhat we do

2024

Founded in October, with a team 25 years deep

64

Retail & distribution partners in our network

5

Regions covered across the globe

9

In-house functions, nothing outsourced

Who we are

“EGGSNSHELLS represents the idea of being essential”

Brands that build excellent products still stall at the border — not because the product is wrong, but because selling into a national mass retailer, a big-box sporting goods chain, or a European specialist takes relationships, terms, systems, and daily operational discipline that no brand can stand up from overseas. We are that organization: a full commercial team you engage rather than build.

EGGSNSHELLS was founded in October 2024. The people running it have been putting consumer brands onto US and European shelves for twenty-five years — and in our first full year we took a brand that had never sold offline anywhere into full national distribution with the largest mass retailer in the country.

We set the strategy

Channel, product, and price architecture per market — decided before the first meeting, not after the first mistake.

  • Category & competitive assessment
  • Channel and banner mapping
  • Price architecture & trade terms

We make the sale

Our sellers take your line to the merchants they already work with, and negotiate the terms on your behalf.

  • Merchant meetings & line reviews
  • Negotiation of terms and margin
  • Vendor onboarding and first order

We run the account

EDI, replenishment, marketing, and quarterly reviews — the work that turns a first order into a durable business.

  • EDI, replenishment & in-stock
  • Retail media and in-store programs
  • Weekly reporting & business reviews

The border

What stops a good product at the border

Five things reliably kill an overseas brand's retail entry. Each one is a standing function inside our team.

  1. 01

    Merchant access

    Category buyers take meetings with people they already work with. A cold deck from overseas rarely gets one.

    Senior sellers in the US, Canada, and Europe who already sit across the table from these merchants — and take your line in with them.

  2. 02

    Channel architecture

    One assortment and one price list cannot survive Costco, Best Buy, Amazon, and a European specialist at the same time.

    A channel, product, and price architecture built banner by banner before the first pitch, so accounts grow without cannibalizing each other.

  3. 03

    Operational drag

    EDI, item setup, chargebacks, and retailer scorecards quietly consume teams that have never run a US or EU account.

    A support desk that runs order flow, EDI, and compliance behind every account as a standing function, not a project.

  4. 04

    Contract & regulatory risk

    Retailer agreements, trade terms, and product compliance differ by country and are signed once.

    An in-house legal team reviewing every agreement, term sheet, and compliance requirement across US and EU markets.

  5. 05

    Life after launch

    Distribution won and then left alone decays within two seasons. Most agencies stop at the purchase order.

    Day-to-day account management, replenishment planning, and quarterly reviews with each merchant — for as long as the account runs.

Services

Retail and digital, run by one team

The physical shelf is where category credibility is won — and it is the hardest channel to enter from overseas. This is the work we do inside it.

Line Review & Merchant Pitch

Category line reviews and buyer meetings run by our sellers, built to each retailer's calendar and buying process.

  • Retailer calendar mapping
  • Category story and pitch package
  • Sample and demo logistics
  • Follow-up through to close

Assortment, Pricing & Terms

Portfolio and price architecture per banner, with commercial terms negotiated on your behalf.

  • SKU plan per banner
  • MAP and price architecture
  • Margin, allowances, rebates
  • Vendor agreement negotiation

Vendor Setup & EDI Operations

Vendor onboarding and the order flow behind it, run against each retailer's scorecard.

  • New-vendor onboarding
  • Item and GTIN setup
  • EDI 850 / 856 / 810 / 852
  • Chargeback dispute and control

In-Store Marketing & Programs

Retailer marketing programs that put your product in front of the shopper standing in the aisle.

  • Circular and flyer placement
  • Endcap and display programs
  • Demo and field events
  • Co-op fund management

Inventory & Replenishment

Forecasting and replenishment planning that protects in-stock without over-shipping.

  • Demand forecasting by door
  • Sell-through monitoring
  • Replenishment triggers
  • Seasonal and promotional planning

Account Care & Field Execution

The work after launch that keeps distribution from quietly eroding.

  • Planogram compliance
  • Returns and RMA handling
  • Retailer scorecard management
  • Quarterly business reviews

Process

How we work

One engagement, six phases, and the same team through all of them — nothing hands off to a third party at the point where accountability usually disappears.

01

Assess

Category, competitive set, and a realistic read on where your product can win.

Deliverable

Market & channel assessment

02

Architect

Channel map, assortment, price architecture, and trade terms per banner.

Deliverable

Go-to-market plan

03

Pitch

Merchant meetings and line reviews, presented and negotiated by our team.

Deliverable

Signed terms & commitment

04

Onboard

Vendor setup, EDI, item data, logistics, and first-order execution.

Deliverable

First purchase order shipped

05

Operate

Replenishment, retail media, in-store programs, and account care.

Deliverable

Weekly dashboard & in-stock reporting

06

Optimize

Performance review, assortment and pricing moves, and the next roadmap.

Deliverable

Quarterly business review

Delivered by one in-house team

Most engagements break at a handoff — strategy to sales, sales to operations, operations to support. In ours, there is no handoff.

  • Regional Sales
  • Sales Support
  • Go-to-Market
  • Marketing
  • Digital Commerce
  • Legal & Contracts
  • Product Review
  • Data & Reporting
  • Category Insight

Most brands assemble this from a rep group, a digital agency, a 3PL, and outside counsel — four contracts, four calendars, and no single owner. We hold all nine functions under one roof, which is why a pricing decision, an ad plan, and a compliance review can happen in the same week.

Transparency

You see what we see

Every client sees the same weekly view we run the account from, plus a direct EDI link into their retailers. Sample data shown.

Weekly account dashboard

Week 34 · All regions

Sell-in

$1.84M

Shipped to retail

Sell-through

76%

Units sold vs. shipped

Weeks of supply

6.2

Across all banners

Open orders

14

1 flagged for action

Sell-through by account

  • Retailer A84%
  • Retailer B71%
  • Retailer C79%
  • Retailer D62%
  • Retailer E88%

Open purchase orders

  • PO 4471 · Retailer A1,240 u · Shipped
  • PO 4472 · Retailer B860 u · In transit
  • PO 4478 · Retailer C2,100 u · Confirmed
  • PO 4480 · Retailer D540 u · Short-ship risk

Illustrative view. Figures shown are sample data, not client results.

Direct EDI with every account

  1. Your factory

    Supply & production forecast

  2. EGGSNSHELLS

    Operations & account team

  3. The retailer

    Merchant & supply chain

850

Purchase orders received and confirmed automatically

856

Advance ship notices matched to every shipment

810

Invoicing reconciled against terms and allowances

852

Point-of-sale data feeding replenishment and your dashboard

Work

Proof

Three engagements where we did not advise from the outside — we ran the commercial organization and carried the number. All three outcomes landed inside our first two years.

Case 012025

Smart Irrigation

Connected watering & garden devices

  • GTM strategy
  • Merchant pitch
  • Vendor onboarding
  • Account management

The situation

A proven product and a working online business — but no offline retail presence anywhere in North America, and no local commercial team to build one.

What we did

Built the North American channel plan, took the line into the merchant meetings ourselves, and ran vendor onboarding, sell-in, and the account from the first order onward.

No offline retail, anywhere

Largest national mass retailer — full chain rollout

Case 022025

Golf Technology

Launch monitors & simulation

  • Assortment & pricing
  • Trade terms
  • On-site execution
  • P&L ownership

The situation

Real product credibility online and a loyal enthusiast following — and no presence at all in big-box sporting goods.

What we did

Rebuilt assortment, pricing, and trade terms, opened two leading national sporting goods chains, and directed execution on the ground with the retailers and the client's own team.

No big-box sporting goods

Two leading national sporting goods chains

Case 032026

Outdoor Gear

Lightweight furniture & camping equipment

  • Channel strategy
  • Multi-region entry
  • Product roadmap
  • Embedded team

The situation

A fragmented channel strategy across the US, Europe, and Korea, with no single view of where the business should grow next.

What we did

Embedded as one integrated team: reset channel and pricing strategy, opened major retail in three regions, and built the forward product roadmap with them.

Fragmented across three regions

Aligned US, EU & Korea distribution

Two of the retail operations we have taken over were losing money when we arrived. Both are profitable today. In each engagement our people worked as part of the client's own organization — in their meetings, on their floor, and against their numbers. Specific figures we share on a reference call under NDA, not on a website — client names included.

Clients

Brands we've worked with

Consumer technology, outdoor, and sports brands we have taken to market, placed on shelf, and grown across channels.

  • Charging & smart home brand

    Consumer technology brand in charging, audio, and connected home

  • Mobile accessories at global scale

    Connectivity, charging, and audio accessories sold through every major retailer worldwide

  • K-Beauty skin & body care

    K-Beauty manufacturer and brand expanding globally, serving both B2C and B2B

  • Major home appliance brand

    Multinational manufacturer in appliances and home entertainment

  • Outdoor furniture & equipment brand

    Premium camping furniture and gear sold through specialty and lifestyle retail

  • Golf launch monitor technology

    Launch monitors and simulation software for home and commercial installations

  • Golf simulation & swing analysis

    Simulation and swing-analysis systems for studios, academies, and home use

  • Smart irrigation & garden tech

    Connected watering, timers, and sensors for the home garden and outdoor living category

  • Consumer electronics
  • Smart home & security
  • Power & energy storage
  • Mobile accessories
  • Home appliances
  • Home entertainment
  • Beauty & personal care
  • Outdoor & sporting goods
  • Golf technology
  • Audio
  • Garden & outdoor living

Every engagement above began the same way: a product built somewhere else, and no commercial organization on the ground in the market that mattered most.

Network

Our retail network

Direct relationships with leading retailers, carriers, and marketplaces across five regions — the relationships your line walks in on.

  • Amazon
  • Walmart
  • Costco
  • Best Buy
  • Target
  • The Home Depot
  • Lowe's
  • Sam's Club
  • Dick's Sporting Goods
  • PGA Tour Superstore
  • REI Co-op
  • Carl's Place
  • Apple
  • Verizon
  • T-Mobile
  • NATM

64

Retail & distribution partners across five regions

Team

Nine functions, all in-house

You engage a complete commercial organization, not a broker with a contact list. Every account has a named owner inside our team, full time.

Regional Sales

US · Canada · Europe

Full-time team members who own your accounts market by market, with direct merchant relationships in each one.

Sales Support

Order desk & account ops

Item setup, EDI, order flow, chargebacks, and logistics coordination behind every account.

Go-to-Market

Strategy & launch

Channel, product, and price architecture per market, with launch sequencing and retailer targeting.

Marketing

Brand & retail marketing

An in-house marketing team that runs campaigns on your behalf — no external agency in the chain.

Digital Commerce

Amazon & retail media

Marketplace operations, retailer media, storefront content, and performance optimization.

Legal & Contracts

US & EU

Retailer agreements, trade terms, product compliance, and regulatory review handled internally.

Product Review

Hardware & software

Your hardware and software reviewed alongside your engineers, feeding market reality into the roadmap.

Data & Reporting

EDI & weekly dashboard

Sell-in, sell-through, inventory, and open orders in one weekly view shared directly with you.

Category Insight

Market intelligence

Competitive tracking, category dynamics, and pricing intelligence, banner by banner.

Not a rep group splitting attention across twenty lines, and not a junior rotating off the business after launch — the same people who sat in the merchant meeting are the ones on your weekly call a year later.

Careers

Work on accounts you can name

We hire people who want to own a number, not support someone else's. Sellers sit in their own merchant meetings, operators run their own accounts, and everyone works against the same weekly data the client sees.

Send us your background

Where we hire

  • Regional SalesKirkland, WA · Remote US · EU
  • Sales Support & EDI OperationsKirkland, WA
  • Digital CommerceKirkland, WA · Remote US
  • Go-to-Market & Category InsightKirkland, WA

Open roles change with the accounts we take on. Introduce yourself and we will tell you what is live.

Contact

Let's build your next market

Tell us the market you want to enter, the retailers you want on your list, or the account you want fixed. We will come back with a view of what it takes and how fast it can move.

  1. 01

    Introductory call

    30 minutes to understand your category, targets, and timing.

  2. 02

    Opportunity read

    A written view of retail fit, channel priorities, and entry sequence.

  3. 03

    Engagement plan

    Scope, milestones, and the team assigned to your account.

We do not hand you a list of contacts and wish you luck. We take the meetings, sign the terms, ship the first order — and stay on the account.

Web

www.eggsnshells.com

Headquarters

11335 NE 122nd Way, Suite 105
Kirkland, WA 98034

Inquiry

Tell us about your product

Name and email are required.